Marketing Communication Tools Research Articles

ADVERGAMING MARKETING – A NEW AND EFFECTIVE BRAND COMMUNICATION TOOL

Currently, there are many effective marketing communication tools, such as social media marketing, email marketing, video marketing, content marketing, and influencer collaborations. However, the recent boom in the online gaming market has created a significant opportunity for marketers to implement marketing communication activities through online games (commonly called Advergaming Marketing or simply Advergaming, hereinafter abbreviated as Advergaming). Advergaming is a process that combines advertising and gaming, merging marketing communication with games as forms of both entertainment and culture. To effectively leverage the benefits of Advergaming, theoretical issues such as its definition, business benefits, methods, and application in brand communication must be clarified. Using appropriate scientific research methods, such as desk research and theoretical development, the author will clarify theoretical issues related to branding and brand communication through online games. Key points for applying Advergaming to brand communication in businesses today will also be proposed.

The Development of Integrated Marketing Communication Strategies for Organizing International Running Events

This study employs a mixed-methods approach with the following objectives1) To study integrated marketing communication strategies for organizing international running events. 2) To examine the factors influencing the decision to participate in international running events. 3) To investigate the service marketing mix (7Ps) factors that affect the decision to participate in international running events. 4) To analyze the influence of social media on the participation in international running events. The findings reveal that successful marketing strategies for international running events require clear objectives and distinctive product positioning, incorporating creative elements with local identity, culture, traditions, cuisine, and tourist attractions into the event design. These elements should be reflected in race apparel, medals, trophies, and the overall atmosphere to enhance participants' experiences, which can then be shared on social media platforms. This approach fosters loyalty and encourages repeat participation and event promotion. Additionally, integrated marketing communication tools must be utilized to effectively engage potential participants and stimulate interest. Among the 7Ps of service marketing, the distribution channel emerged as the most influential factor affecting participation decisions. Structural equation modeling analysis further indicates that the marketing mix factors directly influence social media exposure, and both marketing mix factors and social media exposure directly impact the decision to participate in international running events. Indirectly, social media exposure mediates the relationship between the marketing mix and participation decisions.

The Impact of Digital Marketing on Consumer Behaviour

Abstract The use of communication techniques in marketing has become a fundamental component of effective marketing policy, representing an element of differentiation from the competition, which leads to obtaining, on the one hand, a competitive advantage, and on the other hand, to the consolidation of a long-term relationship with the consumer, ultimately determining their loyalty, with a notable effect on the financial outcomes of the organization. The selection of appropriate communication tools and channels, tailored to the interests of the targeted consumer segment requires a considerable effort on the part of marketers in the direction of deciphering consumer behaviour, understanding the influencing factors that shape it in the current economic and social climate, in which the use of digital technologies represents the most suitable means of initiating and conveying messages to consumers, as well as from consumers to the organization. The present study aims to emphasize the importance of using digital communication tools on the orientation of the purchase decision towards the products/services of an organization, without excluding, however, the need for an adequate use of traditional marketing communication tools. In the present article, the impact on consumer behaviour is analysed based on research from secondary data sources.

THE ROLE OF SOCIAL MEDIA-ADVERTISING IN THE DEVELOPMENT OF GEORGIAN COMPANIES

Guliko Katamadze E-mail: qatamadze.guliko@bsu.edu.ge Associated Professor, Batumi Shota Rustaveli State University Batumi, Georgia https://orcid.org/0000-0002-5198-3890 Abstract . The use of social media advertising as a means of marketing communication is gaining strategic importance for companies operating in Georgia. Social media-advertising research is all the more relevant for those firms that are trying to deliver a marketing "message" to a wide audience with minimal costs and brand positioning in the market. The relevance of the problem is determined by the fact that the influence of social media advertising on the development of Georgian companies, their branding process and the effectiveness of the returns received from the investment of their marketing activities has not been properly studied. The purpose of the research is to develop the best mechanism for using social media advertising for companies operating in Georgia, to determine the most favorable form for use as a marketing communication tool based on user behavior. Methods of data collection and observation were used to develop the paper. We used the collection method to assess the possibility of using social media advertising by companies operating in Georgia, and the observation method - to determine the potential of their social media space, based on which the possibilities of increasing the effectiveness of companies through social media advertising were identified. As a result of the research, it is clear that Georgian companies use social media advertising to improve their brand, to attract a new target audience. Social media advertising has a strategic importance in increasing the effectiveness of companies operating in Georgia at all stages of their operation. Accordingly, we can refer to the complex combination of traditional and electronic businesses as a result of using social media advertising, which will help to increase the marketing efforts of companies operating in Georgia and, as a result, their competitiveness and operational efficiency. Keywords: Social media-advertising, marketing effectiveness, social media-space, business. JEL classification: M31, M37

Unraveling the viral phenomenon: insights from social media content analysis on streaming over-the-top platforms

Purpose This study aims to analyze memes as valuable engagement and marketing communication tools in promoting over-the-top (OTT) platforms by monitoring users' sentiments and offering insightful information about their opinions by drawing themes from viral memes. Design/methodology/approach Content analysis of 1,230 user interactions was conducted using NVivo software on Instagram and Twitter pages from May 2022 to July 2023. Data were collected for sentiment analysis (consumer responses), and relevant themes (consumer interactions) were drawn which created the virality of memes. Findings Research findings reveal relevant themes, such as relatable, informative and interest-generating, that make memes go viral over social media. The sentiment analysis results showed that the intensity and strength of the positive comments were more substantial, contributing more to the virality of memes. Practical implications These findings provide themes for engaging content for OTT advertisers to boost brand recognition and engagement by strategically creating meme content and implementing better marketing communication. Originality/value This study uses factual data to offer new perspectives on viral meme propagation. It provides evidence that OTT marketers boost brand value and customer engagement through innovative customer-centric social media analysis.

Мanaging Organization Image Using Sponsorship and Charity Tools

In the article, the author substantiates the relevance of managing the image of an organization by such marketing communication tools as sponsorship and charity. The works of Russian scientists who form the theoretical basis for the study of the features of sponsorship and charitable activities in image management are noted. The author uses such methods as systematization, synthesis, analysis, generalization. Innovative types of sponsorship and charity are considered, as well as the main areas and directions of sponsorship and charitable assistance. The practice of using this type of activity in organizations to manage their image is analyzed. In the course of the study, an analysis of the communication activities of PJSC Sberbank of Russia, in particular such areas as sponsorship and charity, has been carried out. The main areas where this organization mainly directs its efforts in this regard have been identified. The analysis of sponsorship and charitable activities in the organization in the context of its image management is carried out. The charitable and sponsorship activities of PJSC Sberbank of Russia are considered as a tool for creating a favorable image of the organization in the eyes of the target audiences and the general public. Based on the analysis, recommendations are proposed to improve the sponsorship and charitable activities of PJSC Sberbank of Russia in order to manage the image of the organization. It is especially noted that PJSC Sberbank of Russia needs to pay attention to events for families in order to increase confidence in the organization, as well as projects in the field of youth policy to create a new target audience of young people. The recommendations are aimed at creating a real image of PJSC Sberbank of Russia as the closest to what is desired and favorably perceived in the eyes of society. The proposed events will help create a positive image not only in the eyes of the public, but also of the state as a whole, as there is support for federal and regional sponsorship and charity policies.

The Strategic Role of Social Media as a Marketing Communication Tool to Enhance the Competitiveness and Sales of MSMEs

The Strategic Role of Social Media as a Marketing Communication Tool to Enhance the Competitiveness and Sales of MSMEs

Using Social Media as a Marketing Communication Strategy: Perspectives from Health-Related Non-Profit Organizations

ABSTRACT The continued growth of nonprofit organizations (NPOs) has caused major competition to create awareness of their funding needs and services. Consequently, NPOs have begun to increase the use of social media as a marketing communication strategy. Therefore, the main aim of the study is to examine the drivers and barriers associated with using social media marketing communication tools among health-related NPOs in South Africa. The study employed a qualitative method and conducted semi-structured interviews with 13 marketing professionals from selected NPOs. The results propose that the allure of cost-effectiveness and fundraising potential, as well as fostering donor relationships and deeper community connections, serve as drivers for social media usage in marketing communication activities. Conversely, limited knowledge, budget constraints, time restrictions, and prevailing circumstances are noteworthy barriers. The study makes an important contribution to the drivers and barriers associated with using social media among health-related NPOs in a developing-nation context.

The Role of Packaging Design in Influencing Purchase Decisions and Sales with Special Reference to Parle Company

The Role of Packaging Design in Influencing Purchase Decisions and Sales with Special Reference to Parle Company

A Study on the Influence of Social Media Marketing on theBuying Intentions of Generation Z in Gorakhpur

Scrolling over social media accounts has become one of Generation Z's favourite pastimes. It would not be an exaggeration to say social media has become essential to our everyday lives. In this paper, the researchers have tried to gain a deeper insight into the acceptance of social mediaas a marketing communication tool among Gen Z in Gorakhpur city and its ultimate impact on their buying intentions. The researchers did a descriptive study of the data collected from the students in Gorakhpur, a town in eastern Uttar Pradesh. Using descriptive and inferential statistics, they concluded that social media applications have a high acceptance and have asignificant impact on the buying intentions of Gen Z.

Assessing antecedents of Google shopping ads intention to purchase: a multigroup analysis of generation Y and Z

Purpose The substantial expansion of technology and the efficacy of digital platforms in reaching young audiences have led to enhanced targeting and customization of promotional communications. Notwithstanding the expansion and efficacy of contemporary advertising platforms, scholarly attention has not kept pace with this domain of inquiry. This study aims to assess the antecedents of Google Shopping Ads (GSA) on intention to purchase behavior among the Generation Y and Z cohorts. Design/methodology/approach The current study used a quantitative approach and snowball sampling technique to gather primary data via a questionnaire and Google Forms, which resulted in the collection of 5,808 questionnaires among the cohort members. A principal component analysis and multigroup confirmatory multigroup structural equation modeling (between Generation Y and Z) were used to assess the research data and model. Findings The results show positive trust and perceived value associations with intention to purchase, particularly among Generation Y and Z consumers. The findings also show negative irritation, product risk and time risk associations with intention to purchase, especially among the Generation Y cohort, which indicates that young consumers generally do not observe perceived risk due to the usage of GSA. Originality/value GSA will continue to grow and become an increasingly important integrated marketing communications tool as the digital landscape develops. It can be concluded that young consumers show a high degree of perceived value and low levels of perceived risk due to the use of GSA. This study, therefore, promotes improved understanding among academics, marketers and businesses of search engine advertising among young cohorts of consumers (Generation Y and Z) in a developing country context.

Codes of Ethics as a Marketing Communication Tool: The Impact of Codes of Ethics on the Behaviour and Appearance of Employees

Codes of ethics are crucial in communicating and building the values of organisations and their employees. This research study focuses on exploring various aspects of ethical behaviour and the impact of ethical constraints on employee performance in organisations. In the context of the growing importance of business ethics and human resource management, this study statistically identifies differences between organisations based on their ethical characteristics and strategies. The integration of ethics into corporate strategy is found to have an impact on the permissible behaviour and appearance of employees, with past ethical scandals leading to more stringent measures. In addition, the length and updating of the code of ethics affect the control over certain aspects of employee behaviour. These results underscore the importance of codes of ethics as tools for communication as well as for managing employee ethics and behaviour. They also highlight the role of multinational corporations in the diffusion of these practices and their impact on smaller market players, as well as the importance of managing workplace constraints. In conclusion, this study contributes to a deeper understanding of ethical practices and their importance within organisations.

Strategic Marketing Communication for Sustainable Growth: Examining the Influence on Export Intentions and Financial Performance in Iron and Mining SMEs

The positive contributions that small and medium-sized enterprises (SMEs) make in the iron and mining industries are vital for the development of the global economy. However, their costly operations in disadvantaged regions and the green economy interests of financial institutions have made them face more financial obstacles that decrease their export and financial performance. In this regard, their ability to use marketing communication tools that are included in the dynamic capability of Resource-based View theory (RBV) can reduce their exporting and financial performance concerns. This is because using these marketing communication tools presents them with less costly marketing solutions and provides competitive advantages for SMEs against their larger-sized rivals. In this regard, this paper aims to analyze the impact of one-way (telemarketing, direct mail, website, etc.) and two-way marketing communication tools (social media platforms) on SMEs' export intention and financial performance from the iron and mining industries. The research team collected data from 1221 SMEs operating in Eastern European countries via an internet-mediated questionnaire to hit this target. The impacts of the marketing communication tools on export intention and financial performance are analyzed via the Binary Logistic Regression Test. The results show that while using one-way and two-way marketing communication tools does not affect the export intention of SMEs, it negatively affects their financial performance. The reason for these results might be related to the location and sector in which SMEs operate.

Product placement in cinematography as a tool of marketing communication

Product placement in cinematography is an effective marketing tactic, consisting of the discrete integration of products or services into films. This strategy gives brands significant exposure to the general public without seeming intrusive. By subtly placing products in scenes, movies can influence consumer preferences and opinions. This marketing communication tool has grown in popularity over the decades, and brands are willing to invest significant sums to see their products featured in impactful films. However, the success of product placement depends on the context of the film and the authenticity of the integration of the products into the story.

Digital Marketing Communication as an Instrument in Social Responsibility Projects After the Earthquake in Türkiye

The earthquakes that took place in Kahramanmaraş, Hatay, Gaziantep, Adıyaman, Adana, Malatya, Diyarbakır, Kilis, Osmaniye, Şanlıurfa, and Elazığ on February 6, 2023, at 04:17 and 13:24 Turkish Standard Time, resulted in significant property damage and fatalities. After these earthquake disasters in Türkiye, all government institutions, non-governmental organizations, individuals, and international actors implemented a variety of social responsibility projects to provide aid to the region and mitigate the effects of the earthquake on the lives of the people. Since the COVID-19 pandemic that occurred between 2020 and 2022 accelerated the digital transformation of businesses, the use of social media and digital marketing tools by individuals and institutions has increased significantly. Although Digital Marketing communication tools such as e-commerce web sites, social media marketing, and search engine marketing are primarily marketing and profit-oriented technologies, it has been demonstrated that they can also be used in social responsibility projects due to their widespread use by individuals and businesses and their ability to quickly deliver messages to the masses. Following the development of a conceptual framework for social responsibility and digital marketing communication, examples of the use of Digital Marketing Communication Tools, such as E-Commerce Web Sites (Topraktan Tabağa, Umut Hareketi), Social Media Platforms (Instagram, Twitter, Youtube), Search Engine Advertisement (Google Ads), and Social Media Advertisement (Facebook), in Türkiye's post-earthquake social responsibility projects are examined in this study. Based on these examples, suggestions for influencers, institutions, and content managers regarding the use of marketing communication tools in social responsibility projects are shared, and recommendations for future research are provided.

SUSTAINABLE DEVELOPMENT OF A TRANSPORT ENTERPRISE: ASSESSMENT, PROJECT, AND MECHANISM OF STRATEGY INTEGRATION

The aim of this study is to improve the methodology for assessing the level of sustainable development of a transport enterprise, as well as to develop a project and mechanism for integrating the strategy of sustainable development as one of the functional strategies of the marketing management concept for harmonizing interests with stakeholders. To achieve the set goal, a number of modern interdisciplinary research methods and techniques were used, including abstract-logical methods such as analysis and synthesis, induction and deduction; generalization - for reviewing information sources, studying domestic and foreign experience; systemic analysis - for a comprehensive understanding of the research object and a complex analysis of relationships between elements within the defined problem as a whole; problem-oriented approach - for scientific justification of the methodology for assessing the level of sustainable development of a transport enterprise. The study discusses widely accepted methodological approaches to assessing sustainable development, one of which was taken as a basis, slightly modified and supplemented with indicators reflecting the content of the marketing management concept, taking into account the interests of stakeholders, and improved in terms of mathematical logic. It was proposed to distinguish a separate component of sustainability – risk sustainability, which generally refers to the internal property of a system that contributes to preserving its integrity in the face of various disruptive influences from the external and internal environment. Furthermore, based on the improved methodology for assessing the level of sustainable development of a transport enterprise, a project "Designing Sustainable Development of a Transport Enterprise" has been launched. Its goal is to integrate the principles of the concept of sustainable development into the enterprise's marketing management system. The implementation of the developed functional strategy for managing the sustainable development of a transport enterprise is based on the Balanced Scorecard toolkit, which allowed presenting goals for each area of sustainable development in the form of a hierarchy and decomposition, aligning general and specific interests, taking into account the interests, goals of the enterprise, and key stakeholders. Measures were also taken, including the use of marketing communication tools, for reflexive interaction with stakeholders, operational controlling to align interests, processes, and goals of marketing management. The theoretical conclusions, approaches, and recommendations proposed in the article can be used to assess the level of sustainable development of a transport enterprise and to implement a mechanism for integrating the strategy of sustainable development and the marketing management system based on the Balanced Scorecard toolkit and controlling to harmonize the goals of market-oriented enterprise management and the goals, interests of key stakeholders.

Analysis of The Influence of Promotion Through Digital Marketing and Effectiveness of Marketing Communication on Customer Decisions in Hospitality Industry

This research aims to determine the marketing communication strategies used to increase occupancy. We used qualitative and descriptive research. The researcher employed a case study as the research method. In-depth interviews provided the techniques for collection. The research results revealed that the public relations division, in collaboration with the hotel marketing team, designed and implemented the marketing communication strategy. Public relations is a communication facilitator, especially in communicating hotel products and services through various marketing strategies. This strategy is divided into three, namely the push strategy, which uses distributors or travel agents to encourage customers to use hotel products; the pull strategy, which uses advertising, sales promotions, personal sales, and direct marketing to attract customer interest in hotel products and services, also the profile strategy, which uses public relations to build the hotel's image and reputation to increase customer trust and sales. This research suggests that further research be carried out in quantitative form to obtain a more detailed understanding of the success of each factor that influences marketing communication strategies, such as push, pull, and profile strategies. Meanwhile, from a practical perspective, conducting a more detailed evaluation of each marketing communication tool used by measuring its effectiveness to select the most effective tools in increasing sales or occupancy is recommended.

Research on Content Marketing Strategy Based on Tiktok Platform

Content marketing is one of the indispensable marketing communication tools in the digital age and an important driving force for consumption. At present, various short video platforms, especially Tiktok short video platforms, have formed a relatively mature marketing model, and short video consumption has become a relatively obvious trend. This paper analyzes the current situation of Tiktok content marketing of ERKE, finds out the problems existing in its Tiktok content marketing strategy cover, and proposes optimization measures according to the existing problems, in order to help ERKE improve brand influence, and provide reference for other domestic sports brand enterprises in content marketing on the Tiktok platform.

관광콘텐츠의 특성이 대리만족, 관광태도, 관광지 이미지에 미치는 영향 연구

Purpose: This study proposed a theoretical review and practical implications on vicarious satisfaction, which is one of the psychological reactions of consumers different from empathy in tourism influencer marketing, which has recently been in the spotlight as a tourism marketing communication tool. To this end, what are the independent variables that cause vicarious satisfaction, and the impact of vicarious tourism satisfaction with the content created in this way on tourism attitudes and image of tourist destinations were examined through a structural equation model.
 Methods: This study was set as a poster for those who have watched tourism content. Online and paper surveys were conducted at the same time, and the survey period was analyzed from October 01 to November 15, 2023.
 Results: In conducting this study, the survey targets people with experience watching tourism content, and 312 out of 324 copies were recovered, of which 263 surveys were empirically analyzed. As a result of this analysis, timeliness, reliability, usefulness, and interactivity affected proxy satisfaction, and proxy satisfaction affected tourism attitude and tourist destination image.
 Conclusion: This study will contribute to the expansion of research on tourism content and proxy satisfaction, and provided practical implications for tourism content development. This suggests that in order for tourism content to highly interactive, and reliable content for consumers, and the fact that the interaction between tourism content and consumers played an important role has great implications for tourism industry workers.

The Effect of Perceived Advertising Value of Instagram Ads on Purchase Intentions through Consumer Affective Response

The marketing landscape has shifted from traditional methods to digital approaches. In the digital era, the popularity of social media as a marketing tool has increased alongside the growing awareness of its potential as a marketing platform. Accordingly, Instagram Ads have been widely used in education as a marketing communications tool. However, the use of Instagram Ads as a promotional channel in higher education has not been able to increase the number of prospective students. To increase the number of prospective students and understand the factors that can influence the purchase intention of prospective students through Instagram Ads, it is necessary to know the key factors that can increase the purchase intention so that better and more effective marketing strategies can be formulated. This research aims to determine the influence of Instagram Ads with the variables of Credibility, Irritation, Informativeness, and Entertainment on Purchase Intentions through Affective Customer Engagement, Positive Online Word of Mouth (WOM) and Intentions Interactions. The method used in this research is quantitative. The types of data needed in the research are primary and secondary data collected using a questionnaire via Google Form which was distributed to 428 Instagram users who had seen or received Instagram Ads content from one of the private Universities in Bandung. The sampling was carried out using a non-probability sampling method, purposive sampling type. The data analysis technique uses SEM – PLS (Partial Least Square) processed using Smart PLS software. The results of the research show that Affective Customer Engagement has a significant effect on Positive e-WOM and Intentions Interactions. Positive e-WOM and Intentions Interactions have a significant effect on driving Purchase Intentions. An Indirect influence on Purchase Intentions is also found in a structural model. If ranked, the most influential are Affective Customer Engagement, Entertainment and Informativeness. Meanwhile, Credibility and Irritation did not affect significantly Suggestions for Instagram ad promotion to focus more on the main factor - Affective customer engagement- that influences the purchasing intentions of potential new students. Besides, it is expected to be able to provide entertainment and more informative content because the research results show how entertainment and informativeness will have an indirect effect on propelling enrolment. Apart from that, building interactions with prospective new students is also necessary considering that Intentions Interactions also affect enrolment decisions. For future research, it is recommended to consider adding other factors that can increase purchase intentions and it is hoped that we can use the current model for further research on other social media platforms.